Influence of sustainability in the positioning of the university brand: Study in universities in Medellín-Colombia.

The implementation of university sustainability affects brand perceptions by conferring attributes related to commitment and reputation, especially by students. The proper management of sustainability is related to an improvement in the university brand perceived by its stakeholders, including students. For this reason, this research aims to analyse whether university sustainability positively affects brand positioning among university students. For this purpose, a theoretical and quantitative mixed-method investigation is proposed that allows the establishment of a structural model in which the relationships between the dimensions of university sustainability with the dimensions of brand positioning are evident. The empirical analysis found that some dimensions of university sustainability, such as the institutional framework, campus operations and some dimensions of the substantive functions, positively affect brand positioning in university students and generate commitment to the university from both the prestige and reputation of the brand.

University brand: A systematic literature review.

Despite its significant role, brand management is an oft-overlooked and challenging aspect in the development of academic institutions, especially in higher education context. Based on a systematic review of journal articles from various sources including ScienceDirect, Emerald Insight and SpringerLink during the 2000-2021 period, the authors of this paper seek to identify, evaluate, and analyze university brand. After careful consideration of academic publications based on their relevance for the research objectives, 43 articles have been included in this comprehensive and integrative review. Special attention is paid to the theories underlying brand management, brand positioning, brand identity of a higher education institution, marketing strategies, as well as implications for management, students, and staff. Moreover, some valuable lessons which a university can learn from a company in marketing are identified. Thereby, the competitive advantages of a university would be firmly enhanced. It is our hope that this paper will explore a new path for further research and provide another perspective for administrators, authors and practitioners in the area of university brand.

CSR-brand relationship, brand positioning, and investment risks driven towards climate change mitigation and next perspectives emerging from: "Litigation, projections, pathway, and models".

This study delineates the relationship between CSR and brands, unveiling pragmatic steps towards achieving the sustainable business environment, while unveiling its potential towards climate changes mitigation cognizant of investment risks, leading to an action plan-framework for proffering practical solutions coupled with establishing future paths and projection towards addressing climatic changes consequences, risen incidences in litigation trends and environmental issues. Trends manifesting in risen litigation incidences linked to industrial and economic activities that adversely impact the climate, environment and society makes it imperative to look extensively beyond prediction models while establishing and building on brand relationship with CSR, while strategically establishing a practically realistic business model for translating this relationship to value-creation and applied in abating climate change, addressing all environmental concerns, redressing litigation incidences, among other issues resulting from impacts of business and socio-economic pursuits of humans. The twenty-first century realities towards a green planet demands doing business strategically, optimize resources by imbibing investment risks as a trend and organizational culture-strategic fit, adopting brand as a potential tool for addressing climate change and environmentally related activities and adversaries from business activities and negligent practices from such, while achieving climate change mitigation as outlined and extensively inundated. Supplementary Information: The online version contains supplementary material available at 10.1007/s43546-022-00374-4.

Country-Brand Fit: The Effect of COO Stereotypes and Brand Positioning Consistency on Consumer Behavior: Evidence From EEG Theta-Band Oscillation.

Grounded on the cognitive consistency theory, this paper adopts the prime-probe paradigm and Electroencephalography (EEG) experiment to examine the impact of country-of-origin (COO) stereotypes-brand positioning congruence on consumer behavior, the boundary effect of brand positioning strategy, as well as the underlying cognitive mechanism. Behaviorally, consumers show a higher purchase intention in the congruence condition. Moreover, this congruence effect of purchase intention can be found for competence brand positioning strategies rather than warmth brand positioning strategies. At the brain level, we found that compared with the congruence condition, the incongruence condition enhances consumers' cognitive conflict, reflected in enhanced frontal theta-band oscillation. Furthermore, the cognitive conflict effect is accentuated in the competence positioning strategy condition rather than the warmth strategy positioning condition, confirming the boundary effect of brand positioning strategy from the brain level. These findings provide neural evidence that the congruence between COO stereotypes and brand positioning influences consumer purchase behavior, reveals a boundary effect in the COO stereotype-brand positioning congruence, and highlights the importance of the competence dimension. Finally, the theoretical and practical implications are discussed.

Factors Influencing Green Purchase Intention: Moderating Role of Green Brand Knowledge.

The current study aims to investigate the moderating effect of green brand knowledge (GBK) on the relationship of green brand positioning (GBP), attitude towards the green brand (ATGB), environmental concern (EC) and green purchase intention (GPI) in Pakistan. For this purpose, the data was collected from the individuals who were buying organic food by using purposive sampling, using cross-sectional research design and quantitative research approach. The Partial Least Square (PLS)-Structural Equation Modeling (SEM) technique results had shown that all the direct-effect relationships, namely, GBP, ATGB, EC variables have a positive and significant relationship with the GPI. While indirect-effect relationships have shown that the relationships of ATGB, EC and GPI are significantly moderated by GBK, which indicated that the effect of GBP, and EC toward GPI would be stronger when individuals have strong knowledge about green brands. In contrast, GBK is not significantly moderating the relationship between GBP and GPI. The empirical findings of this study fill a gap in the existing body of literature regarding the effects of GPI, ATGB and EC on green brands, as well as the moderating effect of GBK. As a result, this study provides insight into the topic, which has not been thoroughly investigated in earlier studies. Therefore, we consider that understanding this moderating effect is a positive contribution to the existing body of knowledge, which could help researchers explore this relationship in the future. This study could also help the owners and managers to know about the importance of these exogenous, and moderate variables to increase their customer's green purchase intentions.

Imagen y posicionamiento de marcas en la industria de agroquímicos en Colombia

Introducción. La investigación sobre la imagen y el posicionamiento de las marcas es parte de la gestión y dirección estratégica de cualquier compañía a fin de maximizar la respuesta de los mercados. Objetivo. Este estudio investigo el mercado de las compañías de productos químicos agrícolas en Colombia en relación con estas variables de interés articulado al gran potencial de este mercado, la no existencia de un competidor dominante, gran tamaño del mercado y la limitada literatura disponible en investigación competitiva de marcas en esta industria. Materiales y métodos. Se diseñó un estudio exploratorio, con grupos de discusión en diferentes regiones de Colombia con el fin de caracterizar la imagen y posicionamiento de marca. Resultados. El estudio demuestra empíricamente los conceptos de interés a partir de asociaciones únicas, favorables e importantes para cada marca como por ejemplo la presencia o ausencia de acompañamiento de asesores, respaldo técnico, percepción de precio y buena calidad entre otras. Conclusiones. Los resultados aportan una mayor comprensión de cada marca o compañía para favorecer la gestión competitiva y comercial, especialmente al diferenciar el posicionamiento y la imagen de marca por regiones en Colombia determinando los atributos favorables y desfavorables.

Introduction. The research on the image and positioning of brands is part of management and strategic direction of any company intended to maximize market response. Objective. Through this research, an investigation was conducted to the companies that distribute agrochemical products in Colombia in relation to these variables of interest, together with the great potential of this market, the nonexistence of a prevailing competitor, the big size of the market, and the limited literature available in competitive research on brands from such industry. Materials and methods. An exploratory research was designed with discussion groups from different regions in Colombia, with the purpose of characterizing image and positioning of brand. Results. The study empirically shows the concepts of interest from unique, favorable, and important associations for each brand, such as presence or lack of advisory, technical support, price perception, and good quality, among others. Conclusions. Results provide a better understanding of each brand or company in order to facilitate the competitive and commercial management, especially when making differences between positioning and image of the brand by regions in Colombia, determining both positive and negative characteristics.

Introdução. A investigação sobre a imagem e o posicionamento das marcas é parte da gestão e direção estratégica de qualquer companhia a fim de maximizar a resposta dos mercados. Objetivo. Este estudo investigo o mercado das companhias de produtos químicos agrícolas na Colômbia em relação a estas variáveis de interesse articulado ao grande potencial deste mercado, a não existência de um competidor dominante, grande tamanho do mercado e a limitada literatura disponível em investigação competitiva de marcas nesta indústria. Materiais e métodos. Se desenhou um estudo exploratório, com grupos de discussão em diferentes regiões da Colômbia com o fim de caracterizar a imagem e posicionamento da marca. Resultados. O estudo demostra empiricamente os conceitos de interesse a partir de associações únicas, favoráveis e importantes para cada marca como por exemplo a presença ou ausência de acompanhamento de assessores, respaldo técnico, percepção preço e boa qualidade entre outras. Conclusões: Os resultados aportam uma maior compreensão de cada marca ou companhia para favorecer a gestão competitiva e comercial, especialmente ao diferenciar o posicionamento e a imagem da marca por regiões na Colômbia determinando os atributos favoráveis e desfavoráveis.

The Tactics of Brand Positioning of Pharmaceutical Products / 中国药房

OBJECTIVE:To provide information about the brand positioning of pharmaceutical products for reference of Chinese pharmaceutical business.METHODS:We overviewed the implication and foundation of brand fixed position of phar?maceutical products and put forward the tactics of brand positioning of pharmaceutical products.RESULTS&CONCLU?SION:Under the conditions of sectionalized market and individulized consumption,nowadays,the existence and development of an enterprise directly depend on the success of brand positioning of its pharmaceutical products.